Chrome and Cookies: What We Can Expect in the Future
Google Chrome and cookies will go their separate ways within two years. Google announced its move of no longer supporting third-party cookies, just like Firefox and Safari did. What are the implications for advertisers stemming from this new change? Let’s take a closer look at the next step in web browsing.
What are third-party cookies, and what do they do?
Before we go any further about how they plan to restrict third-party cookies, we should have a clear understanding of what they are and their purpose. The easiest way to understand it is that they’re small bits of code that go to your computer, smartphone, or any other device you’re using when you click on a page, but they don’t belong to the domain of the site you’re visiting. Their goal of these files is to track your existing browsing behavior to offer you personalized advertising.
There are also first-party cookies that belong to the website you visit that webpages use to show you ads for products you previously looked at to move you further along the purchase journey so you may move towards making a purchase.
What drove Google to decide to delete cookies?
Privacy is becoming an increasingly important problem for internet users, and European legislation is starting to regulate it gradually. In line with these concerns, the IAB recently announced its proposal of creating a universal, standard, one-of-a-kind personalized token working off a digital supply chain that they can control to protect users’ private information to manage these worries.
Mozilla Firefox and Safari already worked to eliminate third-party cookies on their browsers. Apple started to block them on Safari in 2017, and Firefox began blocking them in the middle of 2019, leaving Google Chrome as the only browser that still uses them. This trend moved Google towards a greater response and to finally announce a date when they would stop including third-party cookies from Google Chrome.
Chrome Director of Engineering Justin Schuh wrote in a blog post that came out at the time of the announcement that their goal “...is to make the web more private and secure for users...”
Third-party online advertising is currently one of Google Chrome’s primary revenue sources. Despite that, they announced in August that they were beginning work on the “Privacy Sandbox” tool to further bolster their efforts at improved security beyond clearing their browser cache. The “Privacy Sandbox” update to Chrome will allow users to choose their cookie settings in Google Chrome and enable them to not share their personal information. At the same time, the browser will continue to offer advertisers useful information to target content to specific audiences. While advertisers will still receive access to data, they will no longer have access to it on an individual level, making the privacy levels much stronger.
How will Google Chrome’s move to delete cookies impact advertisers?
Google’s new features aimed at making browsing more private for Google Chrome users has a wide-scale impact for advertisers who, despite retaining the ability to advertise on Chrome, they’ll have to look for alternative measuring tools in place of cookies.
These drastic measures offer us the chance to innovate and create tools that will serve as an alternative to cookies like platforms where users leave their data and browsing preferences while having the power to configure their privacy settings.
These changes give users control over the types of ads they want to see, and that, in turn, is a positive development for advertisers. They’ll work in a more efficient advertising market while giving consumers the benefit of control and transparency over user tracking and the ads that reach their devices.
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